選擇式聯合分析法之應用-以手機產品為例

Abstract

台灣的手機普及率一直處於高度普及之狀態，市場商機相當龐大，也因此無論是國際大廠或國內品牌爭相投入激烈的手機市場中，導致臺灣手機的用戶數至今已達到飽和並略微衰退的現象。因此要如何在此逼近飽和的手機市場中脫穎而出是各家廠商面對的重要議題。目前市面上手機產品的選擇仍有千百種，究竟具備何種條件之手機才能獲得消費者的青睞，便是本論文的主要研究目的。 本研究運用選擇式聯合分析法，以台北市各大專院校學生為對象進行調查。應用Sawtooth公司出版之CBC軟體，以多元羅吉模型進行資料分析，依據各屬性主要效果之成分效用值，探討全體受訪者重視何種手機產品屬性，再以個別受訪者對各屬性之成分效用值為基礎，利用統計軟體SPSS將全體受訪者進行市場區隔，最後分成四個偏好結構群，分別為「價格導向群」、「韓系接受群」、「低度涉入群」及「低價格敏感群」；並以研究問卷中之生活族群、人格特質、購買暨使用行為等變數來描繪各集群。 最後，彙整實證分析之研究結果，據之發展出行銷與管理意涵，並說明本研究所面臨限制與後續建議之研究方向。

Cell phone has become more and more popular, and given the big opportunities of business in Taiwan. There have been lots of firms, including international and local brands, getting into this fierce competition, and leading the cell phone market to become saturated, even declined a little bit. How to outshine others in this saturated market is most important for cell phone manufacturers. At the present time, there are thousand kinds of cell phone products on the market, but what kind of term can attract consumers to purchase, which is the main research purpose of this thesis. This research uses the choice-based conjoint analysis, with the undergraduate and graduate students of Taipei for research object. Utilizing multinomial logit model in CBC software by Sawtooth to analyze the data and to study the relative importance of cell phone attributes. Then using Part-Worth Utility as the basis to classify total users into four market segments, which are “price orientation segment”, “Korean series reception segment”, “low level involvement segment”, and “low price sensitivity segment”, and discussing the correlations between market segments and life groups, personality, and the influences of different market segments on purchase behaviors. To sum up analyzed data and results, I make conclusion and suggestion with the meaning of marketing, explain the research limitation this research faces and recommend future research directions.